Wednesday, September 29, 2010

Who Can You Trust?

The 2010 Edelman Trust Barometer--the global PR firm's annual survey covering trust and credibility, had some surprising results – results that will make you want to use your Library’s resources for business information. It was is the firm's tenth survey. It surveyed 4,875 'informed publics' in two age groups (25-34 and 35-64) in 22 countries.

The barometer showed huge declines in the public's trust in information from friends and peers. The poll also found an increase in distrust of almost all forms of mass media. Trust in information from digital media is woefully low; between 11 and 22 percent of respondents said they trust information gleaned from social networks. Traditional news media such as TV, radio and the newspaper are showing similar declines.
Industry analyst or stock reports and articles in business magazines held strong as the most trusted sources of information about a company.

The U.S. results for ages 25-64 are as follows:
• Articles in business magazines is #1 with 49%
• Stock or industry analyst reports is #2 with 48%
• Conversations with company employees is #3 with 38%
• Articles in newspapers is #4 with 32%
• News coverage on the radio is #5 with 31%
• Conversations with your friends and peers is #6 with 27% (tied with “Online search engines e.g. Google news, YouTube” and “Corporate communications such as press releases, reports and emails”)

So, for accuracy and credibility, use the Library’s databases for business and company information.

Business and Investment Databases

Business Research Guides

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